THE OBSTACLES THAT IMPEDE THE DEVELOPMENT OF BRAZIL IN THE CONTEMPORARY ERA A...
Tactics & Strategies for Public Engagement
1. Tactics & Strategies for Public Engagement
SusannahVila
@szvila
Wednesday, July 10, 13
2. Where we’re headed
I. AUDIENCE
II. LADDER OF ENGAGEMENT
a. CONTENT
b. CONNECTIONS
c. ACTION
Wednesday, July 10, 13
3. What is the most important thing to know when
engaging people?
A) What you want them to do
B) Which tools you will use
C) Who they are
Wednesday, July 10, 13
4. What kinds of information about them?
A) Where are they
B) Where do they exchange information
C) Why
Wednesday, July 10, 13
8. What does knowing our audience have to do with knowing
how to engage people on online communities?
Wednesday, July 10, 13
9. What does knowing our audience have to do with knowing
how to engage people on online communities?
True/False:
Wednesday, July 10, 13
10. What does knowing our audience have to do with knowing
how to engage people on online communities?
True/False:
“There is only one audience
for each online community.”
Wednesday, July 10, 13
13. How do we learn more about our audience?
-Common Sense
-Research & Analytics
-Observe
-Audit Content
-Analytics and Insights
-Polls
Wednesday, July 10, 13
15. Takeaways
- Learn the wheres, whats and whys of the
people you want to engage online
- Don’t enter an online platform without
knowing that there is a community there who
you want to engage with
- Any given platform has many overlapping/
connected communities within it
-The size of your audience has little to do with
how appropriate it is for you to try and engage
them (in other words,“public” can be defined in
lots of different ways
Wednesday, July 10, 13
24. Communities, unlike teams and other structures, need
to invite the interaction that makes them alive. For
example, a park is more appealing to use if its location
provides a short cut between destinations. It invites
people to sit for lunch or chat if it has benches set
slightly off the main path, visible, but just out of earshot,
next to something interesting like a flower bed or a
patch of sunlight
Wednesday, July 10, 13
25. •Why all this focus on content?
Communities, unlike teams and other structures, need
to invite the interaction that makes them alive. For
example, a park is more appealing to use if its location
provides a short cut between destinations. It invites
people to sit for lunch or chat if it has benches set
slightly off the main path, visible, but just out of earshot,
next to something interesting like a flower bed or a
patch of sunlight
Wednesday, July 10, 13
26. •Why all this focus on content?
•Horizontal ties for vertical actions
Communities, unlike teams and other structures, need
to invite the interaction that makes them alive. For
example, a park is more appealing to use if its location
provides a short cut between destinations. It invites
people to sit for lunch or chat if it has benches set
slightly off the main path, visible, but just out of earshot,
next to something interesting like a flower bed or a
patch of sunlight
Wednesday, July 10, 13
27. •Why all this focus on content?
•Horizontal ties for vertical actions
Communities, unlike teams and other structures, need
to invite the interaction that makes them alive. For
example, a park is more appealing to use if its location
provides a short cut between destinations. It invites
people to sit for lunch or chat if it has benches set
slightly off the main path, visible, but just out of earshot,
next to something interesting like a flower bed or a
patch of sunlight
CONNECTIONS
Wednesday, July 10, 13